The Role of Emotions in Marketing
Emotions are a mental state of readiness that arise from appraisals of events or one's own thoughts. The differentiation of emotions from affect, moods, and attitudes is discussed, and an appraisal theory of emotions is outlined. Next, various measurement issues are considered. This is followed...
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Published in | Journal of the Academy of Marketing Science Vol. 27; no. 2; pp. 184 - 206 |
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Main Authors | , , |
Format | Journal Article |
Language | English |
Published |
New York
JAI Press, etc
01.04.1999
Springer Nature B.V |
Subjects | |
Online Access | Get full text |
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Summary: | Emotions are a mental state of readiness that arise from appraisals of events or one's own thoughts. The differentiation of emotions from affect, moods, and attitudes is discussed, and an appraisal theory of emotions is outlined. Next, various measurement issues are considered. This is followed by an analysis of the role of arousal in emotions. Emotions as markers, mediators, and moderators of consumer responses are then analyzed. Next, the influence of emotions on cognitive processes is examined, which is followed by a study of the implications of emotions for volitions, goal-directed behavior, and decisions to help. Emotions and customer satisfaction are briefly explored, too. Last, a number of questions for future research are presented. |
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ISSN: | 0092-0703 1552-7824 |
DOI: | 10.1177/0092070399272005 |